Melissa picks Roots for PR and digital duties

Roots Asia Pacific has been appointed the PR and social media agency to handle Brazilian cult shoe brand Melissa in Malaysia.Alex Ooi, director of Roots Asia Pacific, said the agency will first focus on the launch of the Melissa's first store, set to open in 1 Utama Shopping Centre on 9 November.Roots has already commenced work on Melissa's social media platform, with a Facebook fan page and an Instagram account."The brand itself appeals to the 18 to 30+ year olds, thus social media is a good way to engage with them. We did social outreach programmes to see what people liked and what they look out for to taylor-make social content to the target audience," said Ooi.Roots kick-started Melissa's Facebook page last month, which to date has already received over 8,000 fans.Ooi adds that consumers will see more PR and integrated campaigns, with PR initiatives being echoed on Melissa's social platforms.Melissa is the pioneer in jelly shoes and has been working with world renowned talents such as Vivienne Westwood, Jean Paul Gaultier, Jason Wu to create stilettos and flats.Ooi said the agency is working on tie-ups locally for Melissa, but could not divulge further.